Business model generation: a handbook for visionaries, game changers, and challengers

TABLE OF CONTENTS
1 Canvas

Definition of a Business Model 14

The 9 Building Blocks 16

The Business Model Canvas 44

2 Patterns

Unbundling Business Models 56

The Long Tail 66

Multi-Sided Platforms 76

FREE as a Business Model 88

Open Business Models 108

3 Design

Customer Insights 126

Ideation 134

Visual Thinking 146

Prototyping 160

Storytelling 170

Scenarios 180

4 Strategy

Business Model Environment 200

Evaluating Business Models 212

Business Model Perspective on Blue Ocean Strategy 226

Managing Multiple Business Models 232

5 Process

Business Model Design Process 244

Outlook

Outlook 262

Afterword

Where did this book come from? 274

References 276

Business Model Generation is a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow's enterprises. If your organization needs to adapt to harsh new realities, but you don't yet have a strategy that will get you out in front of your competitors, you need Business Model Generation.
Co-created by 470 "Business Model Canvas" practitioners from 45 countries, the book features a beautiful, highly visual, 4-color design that takes powerful strategic ideas and tools, and makes them easy to implement in your organization. It explains the most common Business Model patterns, based on concepts from leading business thinkers, and helps you reinterpret them for your own context. You will learn how to systematically understand, design, and implement a game-changing business model--or analyze and renovate an old one. Along the way, you'll understand at a much deeper level your customers, distribution channels, partners, revenue streams, costs, and your core value proposition.

Business Model Generation features practical innovation techniques used today by leading consultants and companies worldwide, including 3M, Ericsson, Capgemini, Deloitte, and others. Designed for doers, it is for those ready to abandon outmoded thinking and embrace new models of value creation: for executives, consultants, entrepreneurs, and leaders of all organizations. If you're ready to change the rules, you belong to "the business model generation!"